SBD/Issue 181/Sponsorships, Advertising & Marketing
BP Still Sponsoring Cubs-White Sox Series, But Scaling Back A Bit
Published June 3, 2010
The BP oil spill in the Gulf of Mexico has "leaked into the company's sponsorship of the BP Crosstown Cup, the six-game series between the Cubs and White Sox that kicks off next week," according to Wailin Wong of the CHICAGO TRIBUNE. BP still is sponsoring the series, but Cubs PR & Marketing Specialist Kevin Saghy said, "We've scaled back efforts a little bit." Saghy noted that BP already has started "some in-store promotions for the Cup, but has cut back on other planned events, as well as media buys and media outreach." He said that the Cubs and White Sox also are "considering a more sober presentation of the trophy." This year's series, the first in a multiyear sponsorship for BP, still will carry the BP Crosstown Cup name, and the company's logo will be "visible in signage for the event" (CHICAGOBREAKINGSPORTS.com, 6/2). Cubs Exec VP & CMO Wally Hayward said, "We are extremely loyal to our sponsors. ... We believe in the BP brand and we're going to be loyal to them during this difficult time." White Sox VP & CMO Brooks Boyer: "Just like we have tough seasons, our partners have tough times and we aren’t going to turn our back on our partners" (CNBC.com, 6/2).